what is content strategy, and why do you need one?
DESCRIPTION
Presentation delivered at the ASAE 2014 Annual Meeting, as part of the session entitled "One Association's Journey from Great Content to Achieving Greatness." This PPT includes extensive notes from the slides too.TRANSCRIPT
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What is content strategy, and why do you need one?
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Sample content strategy challenges
• Findability• Transparency• Platform• Format• Governance• Ownership• Internal communication• Accountability
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Content challenges result in business challenges
• Lost revenue• Lost member engagement• Lost member recruitment and
retention
Members don’t know what you do for them or what you have to offer them
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The web drives organizational change
• Communication• Collaboration• Awareness of the audience• Common brand
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Associations are complicated
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http://www.amazon.com/Have-Always-Done-That-Way/dp/184728857X/8/12/14
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Content strategist as orchestra conductor
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3 components• A strategic statement tying content to business
goals • A “playbook” outlining the who, what, when,
where, why, and how of publishing content• The people, processes, and power to execute
that statement
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1. What problems was your organization having and how was that affecting your ability to succeed?
2. What options did you consider to solve your problems?
3. How did you get started?
4. Did you encounter any roadblocks?
5. What are you doing to keep your content strategy alive?
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Questions for AOTA
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6. What are the biggest benefits to your organization from having a content strategy?
7. Did this work affect your team structure?
8. What would you do differently if you went through this again?
9. Advice for other associations who need a content strategy?
10.How much time and money should an association expect to spend to address and solve content strategy needs?
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Questions for AOTA
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Contact us• Monica Bussolati
• Chris [email protected]
• Hilary Marsh@[email protected]
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